Omni-channel retailing
: is it “Order online pick-up in store” service viable in the Portuguese grocery industry?

  • Martinho Iglésias Rosa (Student)

Student thesis: Master's Thesis


It is impossible to continue to ignore the online grocery retailing’s statistics. The services available are not capturing enough consumers turning the online channel more in a customer service strategy than in a business capable of bringing economic value to the companies that are investing on it. The “Order online pick-up in store” service addresses two important issues: convenience and time saver. Such an innovative service acts as a competitive differentiator capable of improving the all customer’s shopping experience which will be reflected on the company’s sales volume. A key point of this dissertation is approaching the launching of this new service more as a complement than as a competitor of the existing independent online channel. This dissertation aims to understand first – in the perspective of the perceived risk theory – which have been the barriers for customers not buying groceries over the internet. Then, it will be analyzed - using the results of a questionnaire - if the introduction of the “Order online pick-up in store” service is viable in the Portuguese grocery industry. The questionnaire’s results show that a large group of people would be interested in using this service – benefiting from the absence of a service fee, saving time and a better products’ quality control. The number of participants willing to change occasionally the store where they normally buy their grocery products in order to use this service suggests that managing a cross-channel strategy is of utmost importance for the players present in the competitive Portuguese grocery market.
Date of Award2012
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)


  • Mestrado em Gestão

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